Pregnant womenPartnership between Pernod Ricard Deutschland and Charité Hospital
Pernod Ricard is the world’s leader in the Premium spirits industry. It operates in more than 85 affiliates and 100 production sites. Pernod Ricard has chosen to focus on sustainable growth through a large portfolio of international brands and a high-end strategy, known as Premiumisation.
Partnership between Pernod Ricard Deutschland and Charité Hospital
In 2010, Pernod Ricard Deutschland launched a campaign on drinking while pregnant "My child doesn't like alcohol!" (Mein kind will keinen alkohol), in partnership with the gynaecology department at the Charité Hospital in Berlin – the biggest hospital in Europe.
A Pernod Ricard Deutschland initiative
The risk of foetal alcohol syndrome can be avoided and Pernod Ricard Deutschland supports campaigns on this theme by authorities and doctors. The aim of the campaign is to spread the message of zero alcohol during pregnancy.
To do this, an awareness campaign was carried out using giant posters on the front of the Charité Hospital. Another campaign shows German women - opinion leaders - delivering the message "no alcohol for my baby" to the general public in interviews.
At the launch, Patrick Ricard announced that "This is a new stage and will improve visibility of the problem of drinking while pregnant. It also reflects a commitment by Pernod Ricard with the support of the prestigious Charité Hospital".
Pernod Ricard Austria adapts the campaign locally
Pernod Ricard Austria adapted this initiative in 2011. A national TV campaign was broadcast and the programme supported by celebrity mothers in Austria.
They took part in a photo campaign and helped spread the message. Objective: provide clear information and explain the dangers for the unborn child.